marketing process & consumer behaviour - dadang … 12, 2016 · the promotional mix advertising...

Marketing process & consumer behaviour

Key Topics

Definition of marketing

The external marketing environment

Segmentation and target marketing

The consumer buying process

Organizational markets and buying behavior

Consumer and industrial products

Branding and packaging

What Is Marketing?

“Planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives”

Finding a need and filling it!

OR

Nature of Marketing

To create value by allowing people and organizations to obtain what they need and want

The Marketing Concept

The idea that an organization should try to satisfy customer’s needs through coordinated activities that allow it to achieve its own goals (profit)

Did You Know?

Trying to determine a customer’s true needs

is difficult because no one fully understands

what motivates people to buy.

Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved

Marketing Creates Utility

Utility--a product’s ability to satisfy human needs and wants

Place

Time

Ownership

Form


Functions of Marketing

Buying

Selling

Transporting

Storing

Grading

Financing

Marketing research

Risk taking


Total-Market Approach

The marketer tries to appeal to everyone and assumes that all buyers have the same needs


Target Market Strategies Total-Market Approach


The Exchange Relationship

Exchange:

The act of giving up something (money, credit, labor, goods) in return for something else (goods, services, or ideas)


The Exchange Process: Giving Up One Thing in Return for Another


The Influence of Marketing Permeates Everyday Life

Goods Consumer Industrial

Services Ideas

Relationship marketing

emphasizes lasting

relationships with

customers and suppliers

Evolution of the Marketing Concept

The production orientation

During the second half of the 19th century

The sales orientation

By the early part of the 20th century

The marketing orientation

By the 1950s


Marketing Orientation

Requires organizations to:

Gather information about customer needs

Share that information throughout the entire firm

Use that information to help build long-term relationships with customers


The Marketing Environment

External forces that directly or indirectly influence the development of marketing strategies

Political

Legal

Regulatory

Social

Competitive

Economic, and technological


Developing Marketing Strategy

Marketing strategy:

A plan of action for developing pricing, distributing and promoting products that meet the needs of specific customers

Two major components:

Selecting a target market

Developing the appropriate marketing mix


The Competitive Environment Drives Marketing Decisions

Substitute product competition

Brand competition

International competition

Marketing Research & Information Systems

Marketing research

A systematic, objective process of getting customer information to guide marketing decisions

Marketing information system

A framework for assessing information about customers from internal and external sources


Collecting Data

Primary data

Marketing information that is observed, recorded, or collected directly from respondents

Secondary data

Information that is compiled inside or outside an organization for some purpose other than changing the current situation


Marketing Mix: The “Four P’s”

(Distribution)

roduct ricing

romotion lace

Product

A good, service, or idea that has tangible and intangible attributes that provide satisfaction and benefit to consumers

Products should be sold at a profit


Price

A value placed on a product or service that is exchanged between a buyer and seller


Distribution (Place)

Making products available to consumers in the quantities and locations desired


Promotion

A persuasive form of communication that attempts to expedite a marketing exchange by influencing individuals and organizations to accept goods, services, and ideas


The Promotional Mix

Advertising

Personal Selling

Sales

Promotions Public

Relations

Market Segmentation

Market Segmentation:

A strategy to divide the total market into groups of people who have relatively similar product needs


Bases for Segmenting Markets

Demographic

Geographic

Psychographic

Behavioristic

Did You Know?

During its first year of operation, sales of Coca-Cola averaged

just nine drinks per day for total first-year sales of $50. Today,

Coca-Cola products are consumed at the rate of one billion

drinks per day.


Identifying Market Segments

Geographic

Variables

Berdasarkan Wilayah

Berdasarkan Karakter Populasi (Usia, pendidikan,keluarga, pendapatan dsb

Berdasarkan Karakter Konsumen (Gaya hidup, Hobi, Sikap)

The Keys to Successful Market Segmentation

1. Consumers’ product needs must be heterogeneous

2. Segments must be identifiable and divisible

3. The market must be divided so segment sales, cost, and profit can be compared

4. One segment must have enough profit potential to justify a special marketing strategy

5. The chosen segment must be reached by the firm with a particular marketing strategy


Market Segment

A collection of individuals, groups, or organizations who share one or more characteristics and have similar product needs and desires


Niche Market

Narrow market segment focus when efforts are on one small, well-defined segment that has a unique, specific set of needs


Market Segmentation and Target Marketing

Market Segmentation

Dividing a market into customer categories

Target Marketing

Selecting a category of customers with similar wants and needs who are likely to respond to the same products

Selecting a Target Market

Market A group of people who have a need,

purchasing power, and the desire and authority to spend money on goods, services, and ideas

Target market A more specific group of consumers

on whose needs and wants a company focuses its marketing effort


Consumer Behavior

Psychological Influences (motivasi, persepsi, sikap)

Personal Influences (gaya hidup, status ekonomi)

Social Influences (keluarga, rekans)

Cultural Influences (budaya, etnis, kelas sosial)

Why do consumers

purchase and

consume products?

Buying Behavior

The decision processes and actions of people who purchase and use products


Psychological Variables of Buying Behavior

Perception

Motivation

Learning

Attitude

Personality


Social Variables of Buying Behavior

Social roles

Reference groups

Social classes

Culture


Organizational Markets

Industrial

Market

Government and

Institutional Market

Reseller

Market

Organizational Buying Behavior

Differences in buyers Professionals

Specialists

Experts

Differences in buyer/seller relationships

Classifying Products

Consumer

Convenience Goods

Shopping Goods

Specialty Goods

Industrial

Expense Items

Capital Items

Product Offerings

Product Line

A group of similar products, intended for similar buyers, who will use them in similar ways. (mis. Sabun)

Product Mix

The total group of products that a company offers for sale. (mis. Alat pembersih)

Developing New Products

The New Product Development Process

Product Mortality Rates

Strategy of introducing new products to respond

quickly to customer or market changes

Creating Product Brands

Branding

Using symbols to communicate the qualities of a given product to create loyal consumers

Types of Brands:

National Brands

Licensed Brands

Private Brands

Product Packaging

Attracts consumers

Displays brand name

Protects contents

Supplies information

Communicates features and benefits

Provides features and benefits (e.g. easy pour spout)

marketing process & consumer behaviour - dadang … 12, 2016 · the promotional mix advertising...

Documents